In Seth Godin’s book, Meatball Sundae, he describes how in just about every community, only 1 percent of the people are the givers. In Wikipedia, for example, 1 percent of the users create and edit articles. 1 percent of readers contribute comments on blogs. 1 percent of readers Digg articles.

The hard part, Godin explains, is that you don’t know who they are. You don’t know which 1 percent of your customers and prospects are the ones who want to post about their experience.

And, 61% of respondents to a recent survey said they check review sites, blogs and other customer feedback forums before buying a new product or service.